The first installment of The Little Review was published in March 1914 and is filled with essays, poetry, and literary criticism from some of early 20th Century thinkers. Most of the content is quite lofty, and it’s clear that this was a magazine meant for an intelligent, well-educated audience. It is not only the essays and poems that demonstrate the magazine’s intention to be read by the intellectual elite, though. Even the advertisements are geared toward an educated audience. In fact, every single ad is for a book or a different magazine.
One ad that especially interested me is for The Egoist, another modernist magazine with close ties to The Little Review. The ad for The Egoist does not advertise its intellectual content, though. Instead, the main selling point is that The Egoist does not publish any content about “the war.” At first I assumed that this meant World War I, but then I looked at the date of publication. This issue of The Little Review was published in March 1914. Archduke Franz Ferdinand’s assassination, the event that led Austria-Hungary to declare war on Serbia, did not occur until July. Britain did not enter the war until August 4. In early 1914 in England, the only thing remotely resembling a war was some sporadic conflict between Irish nationalists and British loyalists over the issue of Irish independence. Beyond that (unless I’m missing something major), there was no war.
One possible explanation for this seemingly anachronistic advertisement could be that war was still a major topic of discussion in Britain and England, even in times of peace. Perhaps people were tiring of the conversation, and The Egoist felt the need to advertise their difference from the mainstream discourse. Any other ideas would be greatly appreciated!